In a mere five days, Mobile Marketing Association will kick off their annual event, Impact NY. This year’s agenda is stacked, so we’re looking forward to hearing the keynote speakers and participating in a variety of breakout sessions. And while we wish we could attend every session, with limited time, here’s the short list of the panels we will definitely be checking out:

How Macy’s is Reimagining the Retail ExperienceOver the past few years, Macy’s has dedicated itself to improving its digital strategy and finding ways to use technology in their brick-and-mortar stores. In this keynote, Jill Ramsey, Chief Product and Digital Revenue Officer at Macy's, will share how mobile is key component in bringing the digital and physical worlds together, improving the customer experience, driving sales, and shaking up the way people think about retail. From our perspective, Macy’s has a major opportunity for cross-screen targeting. If they’re able to hit the right customers at the right time, they would provide a positive brand experience on both mobile and digital out-of-home.(Tuesday, April 10th from 9:15 - 9:45 am)

Measurement Matters: Closing the Loop with Location DataLeveraging location data for effective, targeted advertising can be a challenge. Factual’s Marina Kitgor, Senior Director, Agency and Strategic Partnerships, will show how to identify quality location data, evaluate how the data can be used, and show what measurement can be applied. At Vistar, we recognize the importance of measuring campaign KPIs, such as brand awareness and sales lift, to understand ROI and improve future marketing strategies in DOOH.(Tuesday, April 10th from 2:30 - 3:15 pm)

Brands are Defining the Market Areas of the Future with Location Data: Here's HowIn the past, brands focused their location-based marketing on “geo-fences” or areas near retail locations. Today, opportunities have expanded to encompass consumer movement patterns during their morning commute, how they move throughout the day, and when the visit the brand’s brick-and-mortar stores. Learn how location data is offering new consumer insights for mobile marketing with examples of how a variety of verticals are implementing these techniques in their strategies from Drew Breunig, SVP of Strategy at PlaceIQ.(Wednesday, April 11th from 11:25 - 12:10 pm)

How Rue La La Cross-designs their Mobile ExperiencesThe designer e-commerce boutique, Rue La La is well-versed in the cross-device experience, with the majority of online sales coming from mobile. Their membership model allows ads to be tailored to individual shoppers, depending on where the customer is in the shopping process. Rue La La’s Feng Chang, Senior Director of Growth Marketing and Christine Coffield, Senior Analyst of Marketing will show how data and design meet to create a positive customer experience and drive high-value purchases. A critical part of Vistar’s partnership with LiveRamp is using first-party data to deliver DOOH ads to certain consumers in a specific stage of the purchase funnel, so we’re eager to see how this strategy has been applied to mobile.(Wednesday, April 11th from 1:50 - 2:20 pm)

No matter what sessions you’re most excited to attend, you’ll walk away from Impact NY with a fresh perspective on mobile marketing. If you’re interested in learning more about Vistar’s approach to location, click to learn more about our four-step process below: